Tips to boost your software-compatible forms and checks sales
By Stacey Wenzel
Opportunities are becoming more plentiful in the software-compatible forms and checks market. According to industry experts, as growing technology continues to strengthen this niche of the forms industry, there are strong profits to be made for distributors entering the arena.
"You won't make big sales, but lots of small sales add up to some nice profits," said Sandy Horner, president of DiversiForm Software Compatible Checks, Alexandria, Va. She added that it's a lot easier to get involved with software-compatible checks than one might think. "You don't need to know all about computers," noted Horner. All a distributor needs is the software name and version number used, along with a sample check and the banking information.
Robert Munizich, an independent consultant for NBS Systems, Whittier, Calif., said that a distributor should have an understanding of software programs and print positions. He added that if you are getting involved with custom software-compatible forms and checks, working directly with a programmer may be necessary.
Not only can software-compatible forms and checks prove to be a profitable product for distributors, but they also offer solutions to a variety of end-user markets.
According to Nicki Kendrick, software-compatible coordinator for the short run division of Ward/
Kraft, Fort Scott, Kan., software-compatibles are a popular product for small- to mid-size businesses, retail stores, service and repair companies, professional offices--including doctors, lawyers and accountants--and in-house business operations.
"It really depends on the distributor," said Kendrick. "You can sell on an individual basis or to a niche market."
Horner noted that a good share of the small business market was open to software-compatible sales, claiming that a 40 percent to 50 percent profit can be made on such orders. She added that repeat business is a very common bonus.
"Once you print a customer's checks, the customer typically won't shop around," claimed Horner, noting that people go through a lot of checks--resulting in a lot of orders. Once you penetrate the account, there is a greater chance to offer other types of printing to the customer. "If you are printing their checks, they trust you," she said.
Munizich agreed that solid repeat business is a major benefit with software-compatibles. "Even though orders may be small, there is a strong loyalty with customers for repeat business once the original order is sold. Not only can software-compatible forms and checks prove to be a profitable product for distributors, they can also offer other printed solutions to the same customers who order software-compatibles," he said.
And what better way to keep your customer's loyalty than by successfully fulfilling your customer's software-compatible forms and checks needs?
According to J.B. Austin III, chief financial officer and chairman of the board for Graham Webb Data Print, Amarillo, Texas, forms and checks are turning toward a different trend. "They aren't as customized. Outputs have become more standardized," he said.
To help win your customer's business, Austin suggested working with a qualified manufacturer who has a catalog of the most commonly used software programs, listed both graphically and by index.
Austin also said that becoming more educated with the product will make the sale easier. "If you know the products and have access, you can make the sale," he said. If the manufacturer doesn't have the product, he or she can set it up, Austin added.
The software-compatibles market may be full of opportunity for the distributor, but there are some precautions that should be noted.
Kendrick suggested a few tips that might avoid costly mistakes with customers. For example, ask end-users if their software will be customized. If software is customized, it can mean changes to the format, she said. Knowing what version a customer uses can is critical. "There are updates all the time," Kendrick added.